The Secret To Success For All Industry Leaders, Especially In Construction

The construction industry is changing, and the key to success is waking up leaders everywhere. 

Nordstrom, LinkedIn, Huffington Post, AstraZeneca, Bank of America, Frontier Communications and many more have followed this one simple step. No matter what industry you're in, following it can enable your company's ability to thrive. 

So what's the step? Commit to achieving gender equity and hire more women, but that's not all. 

The U.S. Bureau of Labor Statistics estimates the employment of construction occupations will grow 11 percent from 2016 to 2026 – which is faster than the average for all occupations.

Despite the growing demand for construction occupations, women currently make up only 9.1 percent of the construction industry. What makes these numbers even more disturbing is that women account for more than half the U.S. population. When you learn the real reason why women are so outnumbered by men in the construction industry, you'll be inspired to make a difference in any way possible. 

Why is there such a big gap? Research suggests one of the main factors is stereotypes. Time after time, professional ambitions are shaped by gender-based career views.

Why do stereotypes matter? Diversity ensures excellence, and if gender-based career views are hindering the power of individual differences, the sustainability of a company is at risk. 

Stereotypes are powerful. Studies show they frequently influence the types of careers people see themselves in, and eventually pursue. 

So why do these toxic stereotypes exist and how can we stop them? Let’s take a look.

#1: Media doesn’t show women in construction.

Some professions continue to be over-represented in media, while others are nowhere to be seen. For example, three of the top 10 TV shows revolve around criminal justice professionals. Also, have you ever noticed how many journalists, magazine editors or TV producers there are in romantic comedies?

If there are no women in construction being portrayed or featured in the media, broadcasted professions will continue to be pursued for generations to come. The only thing close to a female construction worker in pop culture is Heidi from Home Improvement – and the show ended nearly 20 years ago. However, HGTV is currently on the cusp of showcasing women in construction.

Why does this matter? A recent study revealed that 45 percent of 13,000 children claimed that TV, film, and radio were the biggest factors influencing their career aspirations. Although we’re not all children, the report demonstrates that our career goals are shaped early on.

How can you help? Resist the notion of gender-based careers. For example, men and women can be construction workers, while men and women can be nurses too.Since media is more like to reaffirm society’s career views rather than challenge them, it’s up to us to redefine them.

#2: Construction work is physically demanding, and women have been deemed scientifically weaker than men.

Whether they’re performing at great heights or in weather conditions of all kinds outdoors, construction workers must be strong. Women can operate the same power tools and machinery as men, but research routinely demonstrates that men are physically stronger.

However, a prestigious group of researchers recently proved that women are the stronger gender.

Instead of defining strength by muscle capacity, the researchers are measuring it by life expectancy and the ability to physically thrive throughout life.

Studies consistently reveal that women not only tend to outlive men by many years, but also physically flourish better than men over the course of a lifetime. 

Why does this matter? Since strength is essential to a career in construction, understanding its various definitions by science is imperative to every industry leader’s sustainability. If women pursue careers that match their abilities and aptitudes, their potential in the construction industry is limitless.

How can you help? Don’t define who’s stronger by who wins a wrestling match.Words are powerful – and utilizing the diverse definitions of strength helps create mutually-satisfying environments.

#3: Influencers play pivotal roles in our career choice, and many don’t encourage women to join “manly” industries.

The study mentioned in No. 1 also revealed that 36 percent of children base their career ambitions on people they know. From parents and teachers, to guidance counselors and cousins – influencers guide children into “traditional” careers for their gender. You might not even realize it happened to you too.

The study also showed that children’s career aspirations have little in common with anticipated workforce demands – suggesting that careers in future growth sectors and those where there are already significant skills gaps don’t appeal to young people.

Consider this: the three most common occupations for women are teachers, nurses, and secretaries. However, construction laborer is the sixth most common occupation for men – with women making up less than 10 percent of the industry.

Why does this matter? When we discourage women from pursuing male-dominated industries, we hinder the achievement of gender equity. Female role models in construction and influencers of gender equity are essential to the sustainability of the industry.

By not encouraging women to pursue male-dominated industries or not having a female construction worker to look up to as an influencer, the achievement of gender equity is at risk.

How can you help? Be conscious of the influencers surrounding you and others – and your own potential as an influencer. Don’t be a follower of the traditional gender-based career views. Instead, be an influencer of women in construction.  

How is TDIndustries helping? In 2016, TD joined the Paradigm for Parity℠ coalition. As part of the partnership, TDIndustries has committed to achieve gender equity throughout its corporate leadership structure by 2030. By creating a culture of diversity and opportunities, TDIndustries hopes to encourage the construction industry to reject gender-based career views.

Some of the other companies that are partners of the Paradigm for Parity℠ coalition include: Accenture, Adecco, American Electric Power, AstraZeneca, Bank of America, Cargill, Edison International, Frontier Communications, Huffington Post, LinkedIn, McKinsey, Nordstrom, SAP, and VOYA.

Want to help right now? Please share this information with all your family and friends, and encourage the females in your life to pursue their goals no matter the industry.